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Social media can transform your marketing, helping you reach new customers in important market niches. But it’s not always easy or intuitive to build a strong social media following. And chances are, if you run your own insurance business, you don’t have a lot of time to devote to social media.

Here are some things you can do today to expand your social media reach—without spending tons of time online.

Know where your audience hangs out

It might seem like common sense to be on as many social media platforms as possible to build your brand. And that may be feasible for a company with an in-house marketing team or the budget to pay a dedicated social media manager. But it’s not feasible for everyone.

You have limited time. So it’s essential for you to know where your audience hangs out online—whether that’s Facebook, Twitter, LinkedIn, Tiktok, Instagram, or some other social media platform. Pick one or two—wherever your audience is most likely to hang out, based on age and other demographic information—and make a plan to focus your efforts on those platforms.

Schedule ahead of time

The conventional wisdom says to post frequently, but sometimes it’s tough to fit social media into your day. Or perhaps your problem is that once you’re on social media, it’s hard to get off and focus on your other work.

Online tools such as Hootsuite, Buffer, and Later help you schedule posts in advance and develop a social media plan. You can schedule posts in advance, so you can keep your content regular without having to constantly log into your social media accounts.

There are lots of content management tools like this online, with different strengths, features and price points. Once you’ve found the one that works for you, it may be easiest to sit down on a Sunday or Monday for an hour and plan out your social media for the week.

Update your profiles

Do a review of your social media profiles to make sure you’re putting your best foot forward.

Make sure your picture is updated and professional; your bio is well-written and updated with your most current work; and that any links point to your professional website. If you’re managing a company social media post, make sure your branding is consistent across all platforms.

It can also help to include relevant keywords in your social media handles, to make your profiles more easily visible on search engines.

Include visual content

Across most platforms, visual content does better than text alone. Consider how you can incorporate visuals into your posts, even on platforms that aren’t built around visuals. Make use of features such as “Stories” on Facebook and Instagram to incorporate short videos.

Including photos and even short video content can dramatically boost the reach and interaction of a post.

Improving the consistency of your posts, incorporating visuals, and ensuring brand consistency and an appealing profile can all enhance your social media efforts—as can knowing where to best focus your efforts. With this advice, you should be able to expand your reach in the coming year.